2025 Star Women in Convenience winner: Marie-Claude Boyer

Marie-Claude Boyer  

Ice Cream Canada - National OOH KAM     

The Magnum Ice Cream Company (Unilever Ice Cream)   

How did you get into this business? 

After holding various roles at Unilever, I was presented with the opportunity to oversee our ice cream DSD division in Quebec, which included managing the master distributor and C&G customers for the region. This role introduced me to a new channel and provided a unique experience managing DSD. My curiosity and desire for new experiences led me to this position, and the rest is history!

What are you most proud of during the last 12-18 months?

As The Magnum Ice Cream Company demerges from Unilever (official July 1st), we are streamlining our operations for profitable growth. Our focus on enhancing efficiency and effectiveness is enabling margin growth. This achievement not only reflects our commitment to financial health but also positions us strongly as we move forward as an independent company. It has been a challenging yet rewarding journey, and I am incredibly proud of what we have accomplished thus far as a team.

What do you like most about your job?

The dynamic nature of the work. I enjoy understanding the needs and motivations of our customers. This involves identifying what drives them and collaborating as a team to achieve our shared goals. I find great satisfaction in building new programs, pushing boundaries, and bringing projects to life. Another rewarding aspect of my job is training and coaching the new generation. Watching them develop their skills and grow into new roles is incredibly fulfilling.

What was the biggest challenge of your career? What did you learn?

In the 1990s, I was the first female grocery representative hired by the company I worked for. Penetrating this market as a female was particularly challenging, as grocery store owners and managers were not accustomed to dealing with female reps, and respect was not always forthcoming. Even during golf team events, my teammates would toss a coin to determine who would take me. This experience helped me build character and made me stronger. By the end of that year, the coffee brand I sold became number one on my territory. I learned to listen, hear their concerns and adapt while gaining their trust. 

What's the best advice you ever received? 

To speak up. As a passionate individual with strong work ethics, I am dedicated to moving the business forward and putting plans into action. My analytical nature means I carefully observe and analyze situations from every angle before proceeding. Adapting to the profiles of those I interact with and confidently sharing my ideas and thoughts has been invaluable. This advice has empowered me to contribute more effectively and not hesitate in expressing my perspectives.

What's your career highlight/biggest achievement so far?

Orchestrating a Formula 1 customer site activation with the support of our global team. At the time, we had a global partnership with one of the F1 teams through Magnum ice cream. Leveraging their support, along with a local Montreal radio station and the customer, we invited consumers to meet and greet their favorite drivers at one of the customer’s sites. The turnout was phenomenal, with huge line ups and record-high store traffic and sales. The store sampled hot food while we offered Magnum bars, resulting in many happy, smiling faces that day and a happy C&G customer. The following year, many other suppliers jumped in to create similar activations! 

What excites you most about the future of this channel? 

The innovations, shopper marketing activations, and online offerings that will drive traffic and grow baskets. I am always eager to see how the different banners within this channel will expand and differentiate themselves and how we, as a supplier, can partner with them.

What trend or innovation will shape the business in the next three years?

It might be car wash differentiation, new hot food offerings, the availability of electric chargers or the use of mobile apps and loyalty programs. The customer landscape is changing, so understanding these evolving shopper profiles will be crucial for retailers and suppliers to effectively cater to their needs and enhance the overall shopping experience.

Anything else you would like to add? 

Thank you to my colleagues for submitting my candidacy and thank you to the organization.

How do you define yourself as a leader?

Promoting an ownership mindset is key in my job. It's all about taking initiative, testing, pivoting, and resetting. Ice cream is a complex industry, and C&G is a fast-moving channel. I can't do this on my own; therefore, the goals established are set up as a team. We work together and achieve results as a team. I adapt my leadership skills based on personality and years of experience. My personal leadership philosophy: Lead by example, foster collaboration, empower team members to contribute their best and give them the tools to do just that.